Air Purifiers

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Neva Kubicki

> Learn more about Neva Kubicki

Neva Kubicki has been a market analyst at Interconnection Consulting since 2014. Besides the intensive analysis of her core industries, she is a specialist in the field of channel management. Mrs. Kubicki will be happy to assist you in optimizing your sales channels. Prior to Interconnection, Ms. Kubicki worked in European Consulting. She studied International Business Management and Marketing.

Contact me without obligation, I support you gladly!

Tel:+43 1 585 46 2377

E-mail:kubicki@interconnectionconsulting.com

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IC Market Tracking Air Purifiers in Europa

IC Market Tracking

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IC News

Air Pollution Awareness Spikes the Growth for Air Purifiers

Over 600,000 air purifiers will be sold in Europe in 2018, representing a market increase of 5.8% in value. The sector has been benefiting from the population’s growing awareness that air pollution has detrimental effects on one’s health.

 

The East Growing Faster than the West

All of the individual markets (Germany, Great Britain, Poland, the Benelux region, and France) were able to generate positive growth in 2018. The German market for air purifiers is the largest within the European Union, with a share of 30.9% of the markets analyzed. The German market grew by 5.7% in 2017, benefiting not only from the overall growth of the German economy but also from the population’s high degree of awareness for proper air quality in the home. France, the second-largest market (28.7%), is similarly attentive to the issue, as can be seen in its high growth figures (+6.9%). Poland is the country with the strongest growth (7.1%), due largely to a rise in disposable income and comparatively high levels of pollution. “You can basically say that the Eastern European countries are growing faster than those in the West because the awareness of the problem is still relatively new,” explains Neva Kubicki, author of the study. The Benelux region saw a gain in volume of 3.0% over the previous year and is expected to do even better in the near future. Interconnection is forecasting an annual growth of 4.8% through 2021. Even Great Britain, in spite of its Brexit woes, will manage a 3.0% growth this year. However, such growth is expected to ebb away in the upcoming years. The forecast for annual average growth in the next few years is a mere 0.6%.

 

Filters in Demand Across Europe

Filter-based air purifiers are the leaders in all the markets analyzed. The reason is this product group’s very good price-performance ratio. In Germany, filter-based products garner 72% of the market. Air purifiers with a combined filter are popular especially in the Benelux region and Great Britain. This product group is more expensive than the filter systems, but the longevity and the air quality of this segment are higher than with conventional units. Kubicki sees this as a reason for this segment’s positive growth rates in the future. Overall, portable units, with a market share of 55.7%, are the dominant group not only in terms of volume compared to installed air purifiers, which provide the entire house with fresh air. Most air purifiers are employed in the residential sector, which maintains a market share of 83.4%.

 

Market Concentration Increasing

The top ten companies lay claims to 37.5% of the market, corresponding to an increase in concentration of 3.2%. The leading companies are Philips, Electrolux, Dyson, Bonaire, BlueAir, IQ Air, Sharp, and Winix.

 

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